Globetrotter needed to create an ad that showed its sleeping bags would keep customers warm and happy wherever they went.It was up to the art director to create a mental picture that captured the concept and presented it in a bold way before any copy or art could be created.She _____ an idea for the ad by playing on how closely the sleeping bags resembled happy seals taking a nap on a beach.
A) researched
B) free associated
C) conceptualized
D) positioned
E) defended

Question

Quizplus · Accepted Answer

The art director was tasked with coming up with an idea for the ad, which implies the process of conceptualizing. The wording "playing on how closely the sleeping bags resembled happy seals" also suggests a creative, imaginative process rather than a simple research or positioning effort. Free associating and defending do not fit the context of the situation.

Globetrotter Needed to Create an Ad That Showed Its Sleeping